我国LED照明行业经营现状与营销策略研究

发布时间：2018-03-30 08:15

本文选题：照明行业　切入点：国际贸易　出处：《华中科技大学》2015年硕士论文

【摘要】：近几年来,尤其是进入二十一世纪后的近十年以来,全球LED照明产业的发展势不可挡,现代人以绿色环保节能及智能家居为生活的追求方式,而LED照明灯具具有以上的优点,加上国家政策大力扶持,所以商人们嗅到商机纷纷加入该行业,目前已经成为现在最炙手可热的阳光产业之一。从而开创了以环保、整合、智能为核心的LED照明新时代。本文完成过程中采用了工作分析法,访谈法,实验法等作为主要研究方法。本论文主要以LED照明企业经营现状为实例,对企业内部发展策略和市场营销策略进行研究。在着手撰写论文之前,本人先是阅读大量的文献,提炼理论,同时依据亲自参加多家LED照明企业经营和市场营销,收集在实践过程中最真实的信息。LED照明上游高端技术还是集中掌握在美日韩三国中,中国LED照明企业无论是在技术竞争上、人才竞争上、企业管理上、内部制度、业务管理制度上,营销策略上都跟国际水平有着相当大的差距,那么如何解决这些问题呢?在大量文献研究的基础上,本文综合了目前企业内部管理和市场营销中的各环节,针对LED照明企业内贸营销和外贸市场进行优劣势分析和企业实际情况的全方位评估,以提高企业企业的综合竞争力,还增加了一些实用性的内部调整方法和对外营销策略。通过对LED照明行业的大背景的分析、以及对LED照明企业生产和经营现状的优劣势的详细分析、对市场需求环境的分析、对内外贸企业存在问题的分析等,然后相对详细的阐述了LED照明企业如何解决行业中遇到的问题、如何良性快速发展、提高企业的内部管理水平,促进业务流程改造,简历企业联盟策略以及对LED照明灯具企业营销策略的积极研究,渠道战略联盟深耕渠道,在传统渠道基础上开发隐形渠道,树立品牌意识进行品牌战略,提高企业信誉和完善服务来赢取市场。
[Abstract]:In recent years, especially after entering the 21 century, the development of global LED lighting industry is unstoppable. Modern people pursue green environmental protection and energy saving and smart home as the way of life, and LED lighting lamps have the above advantages. In addition to the strong support of state policies, businessmen have sniffed business opportunities to join the industry, which has now become one of the hottest sunshine industries, thus creating environmental protection and integration. The new era of LED lighting with intelligence as the core. In the process of the completion of this paper, work analysis method, interview method and experimental method are used as the main research methods. This paper mainly takes the current management situation of LED lighting enterprises as an example. Before writing the thesis, I first read a lot of documents, refine the theory, and participate in the management and marketing of many LED lighting enterprises. Collect the truest information in practice .LED lighting upstream high-end technology or concentrated in the United States, Japan and South Korea, China's LED lighting enterprises in technology competition, talent competition, enterprise management, internal system, Business management system, marketing strategy with the international level has a considerable gap, so how to solve these problems? On the basis of a large number of literature studies, this paper synthesizes all aspects of the internal management and marketing of enterprises, analyzes the advantages and disadvantages of the domestic trade marketing and foreign trade market of LED lighting enterprises, and evaluates the actual situation of the enterprises in all directions. In order to improve the comprehensive competitiveness of enterprises, some practical internal adjustment methods and external marketing strategies are added. Through the analysis of the background of LED lighting industry, And the advantages and disadvantages of the production and management status of LED lighting enterprises, the analysis of the market demand environment, the analysis of the problems existing in domestic and foreign trade enterprises, etc. Then it explains in detail how LED lighting enterprises solve the problems encountered in the industry, how to develop quickly, how to improve the internal management level of enterprises, and how to promote the transformation of business processes. R 茅 sum 茅 enterprise alliance strategy and the positive research of LED lighting enterprise marketing strategy, channel strategic alliance deep ploughing channel, develop invisible channel on the basis of traditional channel, establish brand consciousness to carry on brand strategy, Improve the reputation of enterprises and improve services to win the market.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6;F274

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